The effect of awe on tourists' responsible behavioral intention in a mountainous religious tourism destination: evidence from China

In China, as the economy and technology advance, the diminishing awe toward nature and deities prompts investigation into its impact on tourists’ responsible behavioral intention at mountainous religious destinations. Previous research has often linked the positive effect of awe on prosocial behavior to the concept of the “small self”, a perspective that in recent years has faced criticism for its limitations. This study proposes that role identity salience provides a more persuasive explanatory mechanism. This concept is particularly relevant to the Chinese cultural context, which emphasizes interpersonal harmony. Besides, this study diverges from prior research focusing solely on environmental responsibility by examining a broader spectrum of responsible behavioral intentions, including both economic contributions to destination development and efforts to preserve its environment and culture. Data from Mount Emei in China were collected and analyzed to examine the hypotheses. The study reveals that awe and role identity salience sequentially mediate the impact of natural environment on intention for non-economically responsible behavior, as well as the impacts of religious atmosphere on intentions for both economically and non-economically responsible behavior.